disrupting the gifting shelf

We’ve zero’d in on gaming for the latest hook for Unilever’s Axe gift packs. Enticing shoppers with striking graphics and moody lighting reminiscent of high definition gaming, our designs aim to excite the young male Axe consumer through one of his primary passion points.

  • Client / Axe Gifting
  • Work / Brand / Packaging
  • Year / 2020

primary passion point

In a fundamental shift away from conventional gifting design, the new range designs are rooted in a world that guys know and love. Influenced by iconic games like ‘Call of Duty,’ the new packs evoke a shadowy, atmospheric ambience where the variant story sits at the very core.


Gift purchasing is inherently different to any other shopping experience.  It’s much more emotional with consumers searching for something special and relevant for their loved ones as well as wanting to fully enjoy the gifting experience themselves. Our strategy was to shift the focus back on to the recipient with a concept and design that fully engaged the Axe consumer and ultimately felt completely part of his world.

bold, daring & revolutionary

“Our challenge was to craft gift packs that were innovative and genuinely desirable to the Axe consumer.  We’ve taken an entirely different approach and created a bold, daring and revolutionary design system, inspired by the world of gaming and modern-day platforms.  Each variant has its own unique gaming aesthetic influenced by its name or story and actually looks and feels like a gaming box.”

Ben Lambert, Co-founder and Creative Partner at PB Creative